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Make the mark in marketing

If you want to get ahead in marketing you’ve got to be an ace when it comes to selling – and that includes both yourself and your product.

Marketing is one of the most popular career choices for graduates, and accordingly is one of the most competitive. To land a good job and progress well within the industry, you’ve got to show talent, determination and flair by the bucket load – not to mention a decent set of qualifications and a CV packed full of great work experience.

Scott Knox, managing director of the Marketing Communications Consultants Association (MCCA) – the trade body for the UK's marketing communications agencies – says marketing can be one of the most rewarding careers.

‘It offers the opportunity to build and create the identity of important brands across the globe together with the chance to be part of a fast developing and exciting industry. Hands-on involvement across a range of different disciplines instantly builds towards an invaluable and extensive skills set.’

Indeed, demand for places is such that many companies are swamped with applications and have the pick of the best of student talent.

Heather Westgate, managing director of direct marketing agency TDA, says: ‘The marketing industry is an attractive option for graduates - it’s diverse and dynamic, affording opportunities for a wide range of skill sets and personalities.’

She adds: ‘This does mean that it’s extremely competitive and getting a good first job requires time and effort.’

Job variety
Marketing boils down to the process of finding out what customers want then meeting their needs with a product or service – and letting them know about it along the way.

It’s a big job description, and the work can include a variety of skills, including elements from advertising, PR, research, copywriting, design, media buying, distribution, promotion and sales.

Marketing positions can be in-house – with a particular manufacturer or provider of services – or with a specialist agency which takes on subcontracted work. Areas include direct marketing, market research, sales promotion and brand management.

‘Marketing can mean lots of things to lots of people so the key is to research which area you are drawn to and why,’ says David Valk, recruitment consultant at Pathfinders media recruitment firm.

He adds: ‘Think about what you like and the kind of company you would like to work for - consumer, agency, in house, corporate style companies and so on - and use that as your leading factor.’

Qualifications
It’s possible to get into marketing without a degree, but most recruits nowadays are graduates and have relevant qualifications.

A good degree in straight marketing or a business-orientated subject – preferably including a large marketing element – are the best ways in. A-levels in economics or business studies are also useful.

But even if your degree isn’t in an appropriate subject, it doesn’t mean you won’t be able to get into the industry. Graduates of pretty much any degree – including history, geography, English, languages or sciences – have still forged strong careers in marketing.

Postgraduate qualifications, such as a one-year diploma in marketing, a good way to ‘convert’ into marketing, or build on your existing strengths, and can make you far more attractive to employers.

Longer postgraduate studies, such as an MA in marketing, are also a possibility but remember that while you’re spending a lot of time learning the theory, your competitors could be in jobs already, putting their skills to practical use and building experience.

For more information on university marketing courses, log onto the Universities and Colleges Admission Service (UKAS) at www.ukas.com. The Chartered Institute of Marketing (CIM) - the world's largest professional marketing body - produces an overview of marketing careers, as well as information on training and a course search function, at www.cim.co.uk.

Getting a job
Strong personal characteristics, lots of experience and steely determination are important when it comes to landing a marketing position.

Gemma O’keeffe, head of marketing at business insight firm mad.co.uk, says: ‘The key thing for any graduate looking to break into the marketing industry is to show enthusiasm and gain as much experience as possible whilst they are still studying.

‘This is not always easy to do, but by making intelligent approaches to companies requesting work experience it is possible. The likelihood is that you will not receive payment for these periods, but they will serve to give you an edge over others looking to enter into this arena.’

If you still haven’t picked up any relevant experience by the time you graduate, you should think about offering to do unpaid work experience at a marketing firm, or a marketing division within a larger company.
While you’ll probably end up making the tea a lot, you’ll still get some great experience as well as making invaluable contacts, both of which will give you a crucial edge against the competition.

As with any job in the media and creative industries, it pays to cast your net far and wide. And don’t ignore the smaller firms – they may well be the ones more likely to give you your first break.

Finally, keep an eye on the marketing media – such as Marketing Week, Campaign and PR Week and their online equivalents - to keep in touch with industry developments.

What you can expect
If you’re lucky enough to get a job you’ll probably start as a marketing assistant – often a general dogsbody where you’ll learn the trade. It could entail lots of time spent on research, data compilation and general admin work before moving onto the more creative side of the industry as you become more experienced.

The MCCA’s Scott Knox says: ‘There is a need to get down and dirty from the start, but the working environment is fun and free thinking. You’ll be working as part of a close knit team, with an immediate role in insuring the complete satisfaction of the client.’

He adds: ‘The work is diverse and challenging within an ever changing industry landscape, and it’s likely you’ll work across several accounts at the same time. This means potentially working for long hours but it’ll certainly be rewarding.’

Initial pay for a marketing assistant depends on the size of the company, but can be between £15,000 and £25,000.

As your career progresses you can expect promotion to marketing executive and eventually even achieve manager or director level where pay can be £50,000 to £100,000.

TDA’s Heather Westgate says new recruits shouldn’t rest on their laurels if they hope to make it in the industry. ‘Once you have your first job, you must be prepared to continue learning from day one even if you studied marketing,’ she says.

‘For example, there is‘etiquette’ to the work environment that you can’t pick up in the classroom - in fact, it will vary depending on the culture of the place you work. On the flip side of this, your employer has a responsibility to encourage you, giving you time to find your feet and room to grow.’


Case studies

Jodine Milne, marketing manager for Stagecoach North East.
After graduating in 2001, Jodine Milne began a career in marketing that has seen her rise to a senior level in just a few years.

Jodine, 27, gained a 2:1 degree in French, German and Marketing at Salford University and her first job was in a marketing and sales role at concert and music venue in the Isle of Man. The following year she became a marketing co-ordinator at a financial firm, again in the Isle of Man, and then in 2004 Jodine joined a sealants manufacturer in the North East as a marketing executive.

In January this year she started at Stagecoach North East as marketing manager, keeping her busy in various aspects of the marketing profession including campaign planning, managing PR, communications and research and development activities.

Jodine puts some of her success down to taking a Chartered Institute of Marketing’s Postgraduate Diploma.

She says: ‘I wanted a qualification that would help me standout from the surfeit of graduates – I wanted employers to take notice of me.

‘When I received my CIM Postgraduate Diploma I finally felt that I was a bonafide marketer and knew I had become a professional.’

Jodine adds: 'There is a lot of confusion about what marketing actually is. Many still think of it as only advertising, which of course it is not. A properly trained marketer thinks strategically and long-term about how their business can best survive.’

For more information log on to www.cim.co.uk.


Gemma Pearce, account manager, TDA

Gemma, 24, joined direct marketing agency TDA after studying for a degree in Professional Media Advertising at Gloucestershire University.

When Mark Pearson, TDA’s creative director, presented a direct marketing module at the university, Gemma decided to found out more about the industry before approaching TDA to set up a work placement.

A few months after the work placement, TDA, based in Cheltenham, Gloucestershire, contacted her to see if she would help out with some holiday cover. She jumped at the chance and now believes it was her willingness to do this that subsequently secured her job at TDA on graduation.

Gemma admits that despite the thoroughness of her university course, there was still a lot to learn on the job. ‘A lot of the practical day-to-day skills just can’t be learnt until you’re actually in a work environment,’ she says.

She adds: ‘There is never a dull moment at TDA – and I think it’s probably the same for most marketing agencies. Account handling is a dynamic role, you need to be able to think on your feet and be prepared for priorities to shift constantly.

‘What I enjoy most about my role is seeing the ideas develop from the strategic stage right through to the creative execution. I get a real sense of achievement when the final artwork goes out of the door to the printers.’

For more information log on to www.tdaltd.com.


Key contacts
Chartered Institute of Marketing www.cim.co.uk
Institute of Direct Marketing www.theidm.com
Direct Marketing Association www.dma.org.uk
Marketing Society www.mrs.org.uk
Market Research Society www.marketingsociety.org.uk
British Market Research Association www.bmra.org.uk
Communications Advertising and Marketing Education Foundation www.camfoundation.com
Institute of Sales Promotion www.isp.org.uk

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